Target is the ultimate "happy place" for many shoppers, who can‘t resist its unique mix of affordability, convenience, and chic, on-trend merchandise. With its playful advertising, eye-catching collaborations, and Pinterest-worthy displays, the retailer has earned a devoted following, particularly among younger consumers seeking a more upscale alternative to Walmart.
In fact, 64% of U.S. shoppers visited a Target in 2019, according to data from foot traffic analytics firm Placer.ai. The company‘s revenue reached $78 billion last year as consumers stocked up on essentials during the pandemic. Target has proven remarkably resilient in the Amazon era by enhancing its omnichannel services and doubling down on the style and value proposition that sets it apart.
However, as much as Target would like to think of itself as a "category of one", the reality is that many competitors are nipping at its heels, hoping to steal market share by emulating aspects of its winning formula. From legacy rivals like Walmart to upstarts like Brandless, a growing field of retailers are vying for the hearts, minds and wallets of Target shoppers.
Whether you‘re looking to comparison shop, don‘t live near a Target, or simply want to explore your options, you have a bounty of alternatives to choose from. Here‘s an in-depth look at 20 stores like Target for savvy shoppers, segmented by category:
Mega-Retail Rivals
These big box behemoths are Target‘s closest direct competitors, with massive store networks and a similar mix of general merchandise and groceries:
1. Walmart
Target‘s biggest nemesis, Walmart is the world‘s largest company by revenue and the top U.S. grocer. Though its giant supercenters have a more downmarket reputation than Target, Walmart actually beats Target on prices in most categories except food, saving shoppers an average of 4% according to a 2020 Bank of America study. With over 4,700 U.S. stores and a fast-growing e-commerce business, Walmart keeps Target on its toes.
2. Costco
A powerhouse in the $35 billion U.S. warehouse club sector, Costco operates 543 membership-based stores with a focus on bulk sizes and rock-bottom prices. Though it lacks Target‘s "cheap chic" cachet, Costco offers significant savings for deal seekers, with prices up to 25% lower than traditional retailers according to The Krazy Coupon Lady. Costco‘s beloved Kirkland Signature private label often outperforms Target‘s Up & Up on quality.
3. Meijer
Sometimes described as a "Walmart-Target hybrid", this Midwestern chain of 240 supercenters combines low prices with a more upscale atmosphere. Meijer stores feature an extensive fresh grocery section that surpasses many Targets, along with general merchandise like apparel and home goods. Though little known outside its six-state footprint, Meijer has a loyal fan base and is frequently cited as the inventor of the supercenter format.
Department & Discount Stores
These ubiquitous mall anchors and off-price chains offer a broad selection of apparel, home, and beauty products at competitive prices:
4. Kohl‘s
The closest apples-to-apples competitor to Target in terms of product mix and store footprint, with over 1,100 U.S. locations. Kohl‘s attracts a similar demographic with its affordable private-label fashion lines and frequent designer collaborations. However, Kohl‘s has struggled to match Target‘s "cool factor" and is seen as more of a mid-tier department store. Aggressive promotions and a popular loyalty program keep bargain hunters coming back.
5. Marshalls, T.J. Maxx & Ross
The "Big 3" in off-price retail, these sister companies offer a "treasure hunt" experience with constantly rotating closeout deals on apparel, accessories, home and beauty products. With over 2,400 stores combined, they attract a wide swath of price-conscious consumers. Though more hit-or-miss than Target, shoppers can save 20-60% off department store prices according to Consumer Reports – if they‘re willing to dig.
6. JCPenney
Once the undisputed king of Middle America‘s malls, the 118-year-old retailer has long been compared to Target for its cheap and cheerful store brands. However, a series of strategic missteps and failure to adapt to digital disruption led JCPenney to file for bankruptcy in 2020. While it still operates 689 locations, JCPenney has lost much of its luster and now feels dated and dowdy compared to Target‘s more trend-right assortment.
E-Commerce Giants
Target faces fierce competition online from these digital powerhouses, which offer endless aisles and unparalleled convenience:
7. Amazon
The veritable "everything store", Amazon has reshaped the retail landscape and emerged as Target‘s archnemesis. With over 100 million Prime members and a dominant 38% share of U.S. e-commerce according to eMarketer, Amazon beats Target hands-down on selection, price and speed. Target has responded by expanding its fulfillment capabilities and launching same-day services, but still plays catch-up to Amazon‘s formidable logistics machine.
8. Wish
This ultra-bargain marketplace has quietly become the most downloaded shopping app worldwide. Wish hawks unbranded goods directly from Asian manufacturers for rock-bottom prices – think $4 shirts and $15 shoes. Though most items are generic and quality is questionable, the eye-popping deals have struck a chord with over 90 million users. As the king of cheap, Wish has the potential to disrupt Target‘s value proposition.
Home & Furniture Stores
Target has carved out a lucrative niche in affordable, fashion-forward home goods. These competitors also cater to decor enthusiasts on a budget:
9. Ikea
The Swedish "Life Improvement Store" is known for its distinct brand of functional minimalism at hard-to-beat prices. Like Target, Ikea has developed a devoted cult following with its proprietary product designs and immersive store experience. Though it only has 50 U.S. locations, Ikea makes up for it in volume, with massive showrooms that dwarf Target‘s home section. Its iconic flat-pack furniture has become a rite of passage for college students and new homeowners.
10. HomeGoods, Marshalls & T.J. Maxx
In addition to apparel, the TJX family of stores has become a major player in home furnishings and decor. HomeGoods, a home-focused spinoff of the flagship Marshalls chain, now operates over 800 stores, while larger Marshalls and T.J. Maxx locations also have expanded home departments. With their treasure hunt model and constantly revolving inventory, these stores attract Target fans seeking unique, high-quality finds for the home at discount prices.
11. Wayfair
One of the largest online destinations for home goods, Wayfair has seen explosive growth, with annual revenue more than tripling over the past five years to $9.1 billion in 2019. With over 18 million products across every style and price point, Wayfair‘s vast marketplace eclipses Target‘s home assortment. The e-commerce pure play has an edge with tech-driven features like AR visualization, free design services, and an advanced logistics network for fast shipping of bulky items.
Grocers & Essentials
Target has made a major push into the nearly $700 billion U.S. grocery industry, now operating over 1,800 stores with a dedicated food and beverage section. However, it faces entrenched competitors in the supermarket wars:
12. Kroger
The largest pure-play supermarket chain with over 2,700 stores across 35 states and annual sales of $121 billion. Kroger beats Target on both price and selection of fresh foods, and has been doubling down on e-commerce with automated fulfillment centers for pickup orders. The company has also rolled out a Kroger-branded line of clothing and home goods in select stores to directly compete with Target‘s signature categories.
13. Aldi
This German-owned discount chain is on a rapid U.S. expansion tear, with over 2,000 stores and plans for 2,500 by the end of 2022. With its compact stores, 90% private-label assortment, and ultra-low prices, Aldi attracts budget shoppers seeking to slash their grocery bill. Though more limited than Target, Aldi scores high marks for quality and has developed a fanatical following for its unique specialty products and boozy bargains under its Winking Owl label.
14. Trader Joe‘s
A favorite of foodies and hipsters, TJ‘s has a quirky, nautical-themed vibe that has been likened to Target‘s whimsical brand ethos. The company operates over 500 small-format markets with a curated selection of healthy, artisanal goods and indulgent snacks. Trader Joe‘s is famed for its high-quality private label that comprises 80% of its inventory, including a new "Trader Joe-San" line of Japanese products that is generating buzz.
Other Notable Players
These upstarts and specialists are also making waves in Target‘s swim lanes:
15. Brandless
This e-commerce disruptor took aim at traditional consumer goods with its novel concept of minimalist-chic, generic products all priced at $3. Though the "Procter & Gamble for millennials" ultimately fizzled, Brandless demonstrated the appeal of a simplified, design-centric alternative to the dizzying aisles of Target. The company was recently acquired and relaunched, so the Brandless model may yet rise again in an altered form.
16. Dollar General
Though decidedly more downmarket than Target, this fast-growing discounter is becoming a formidable competitor, with over 16,000 stores in 44 states and ambitious expansion plans. Dollar General focuses on underserved rural areas and low-income neighborhoods passed over by big box chains. With 75% of Americans living within 5 miles of a Dollar General, the company provides a convenient fill-in trip option with its DG Market grocery concept.
17. Primark
This Dublin-based fast-fashion phenomenon is often called the "Irish Target", combining cheap prices on trendy apparel with a fun, experiential store environment. Primark has developed a "cheap and cheerful" private label with celebrity collaborations, a strong denim business, and timely capsule collections that attract a young, fashion-forward shopper on a budget. The chain has 11 U.S. stores and counting, with aggressive expansion plans.
The Target Takeaway
The bullseye has never had more competition, as a growing array of savvy retailers attempt to replicate the special sauce that has made Target "Tar-zhay" to a legion of enthusiastic shoppers. But for all the me-too rivals and upstarts seeking to grab share, Target remains a singular concept with enduring appeal.
By doubling down on the style, value, and experience that made it successful in the first place, while investing in new capabilities to fend off digital disruptors, Target has continued to win the affection of consumers. With $1.5 billion in revenue per store and six straight years of comparable sales growth, Target is the envy of the retail world for good reason.
That said, the Amazon era has ushered in unprecedented competition and a slew of attractive alternatives for shoppers. The smart money will keep a close eye on these 20 stores like Target in particular, as they attempt to beat the bullseye at its own game.
